Marketing Plan: Template

Marketing-as-a-Service (MaaS)

I. Objectives

II. Introduction

Provide a brief description of your company, the markets you serve, the
product/services you sell, and a high level description of the content you plan
to include in this marketing plan.

III. Goals

a. High-level strategic & financial goals

Describe the high-level strategic & financial goals that you want to
achieve.

b. Detailed Goals

In this section, break down your company’s annual goals into more specific,
measurable goals that you will track. For example, you may break down your
annual goals by product, by target market, by customer segment, renewals vs new
accounts, etc. You may also want to break them into monthly or quarterly
targets.

IV. Competitive Landscape

a. Competitive Positioning Strategy

In this section, describe your market, how your product/service solves
problems, your value proposition and how you’ll position your value against your
competitors.

Describe your brand promise, what it means to prospects & customers, and
the human traits you want to convey. Then explain how you’ll ensure that
everything your company says, shows and does will be consistent with this
strategy.

V. Product & Pricing

a. Product/Service Analysis

Consider what you’ve outlined in the earlier sections. Do those strategies
help you identify any changes you’ll need to make to your product or service?
Explain them here.

VI. Distribution Channels

If you’ll use any channels to sell your product, outline your plans below.
Include your goals, your offers, how you will set up/support the channel, your
pricing strategy, marketing programs and any resources you’ll need.

VII. Direct Sales Plan

In this section, explain your goals and plans for your direct sales efforts.
Include a list of top prospects if desired. You can also identify how many reps
you’ll need and an overview of territories, compensation plans, and their role
in the sales process.

VIII. Sales Tools

What kind of tools can you create to guide your prospects through the sales
process and convert them to customers? Explain what you’ll need and the
investment required.

IX. Strategic Partnerships

If you’re planning to pursue any strategic partnerships, explain those plans
below.

X. Customer Retention

Outline your customer retention goals and programs for the time period. If
you’ll run any marketing campaigns or special programs for existing customers,
touch on them here.

XI. Major Campaigns

In this section, identify the major campaigns you’ll run during the year.
Include the budget, timing and any tools/resources you’ll need to execute. For
example, you might list the following:

Launch date
Length
Target Segment
Goals
Budget
Success Metrics

XII. Budget

Summarize the total marketing budget and list your major investments below.
Then attach any budget spreadsheets you’ve created (M.O. best practice #109-D
includes a spreadsheet)

XIII. Next Steps

Explain your timeline for implementing the plan. Make sure to identify any
milestones & dates you’ll review your progress against your goals and
readjust as needed.